This study focuses on the perception of customer relationship management in banking industry, and compares the perception of SBI and ICICI Bank employees. The research is conducted on primary data through 50 employees from both banks. Descriptive statistics and an independent-sample t-test is used for examined the data. Findings indicate that employees have a good attitude towards CRM practices especially in the categories of awareness, training, customer orientation, and the overall effect of CRM on the quality of service and customer retention. Results also indicate that the perceptions of employees in the SBI and ICICI bank are similar in the majority of the CRM practices. The research suggests that financial institutions need to improve their CRM technology and offer frequent training to improve their efficiency in the implementation of CRM.
Singh, S. & Deepak, D. (2026). Perception of Bank Employees Regarding Customer Relationship Management (CRM) in the Banking Sector: A Case Study of State Bank of India and ICICI Bank. International Journal of Advanced Research in Commerce, Management & Social Science, 09(01(I)), 246–252. https://doi.org/10.62823/IJARCMSS/9.1(I).8702
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